Hub Extra: Are Your Armpits Pretty?

Forget whether they're smelly or dry. The consumer products industry is betting big money on attractive armpits as the next wave of growth, Ellen Byron reports.

This transcript has been automatically generated and may not be 100% accurate.

Gou ... the the the products ... Hanson bought that at all stages the consumer products industry wants you to start paying attention ... and spending money ... welcome to this special this to the NIT that I'm helping covered and joining me is that Ellen Byron from the Wall Street Journal ... noted will probably don't talk much about their armpits with really going on the news of often but you know it is a big business and actually could get even bigger as the industry ... looks to get people to spend the money right that's right it's all about finding benefits that go beyond just smelling good and staying dry ... people think we needed the other end just to keep it from going any officer to get the high stress situation ... but didn't want to take a step further and actually wants to pay attention to how it looks right so what are we to be seeing in terms of products will Unilever's dove branches and new products hitting shelves this week ... that claims to make your armpit more attractive in five it's an interesting their research that ninety three percent of women think ... that surge back to the straight can actually change their clothes depending on the state of their arm ... so what is claimed to do in terms of Emily Guardino during attacks now but this is looking to ... sweat appearances left right so they say that with their unique moisturizing formula that down it will make skin softer and smoother ... they are products of the whole thing got a bunch of other Missier Arby's had fun at the pharmacy at picking up its effort to look at has really been some growth ... in the ... deal utterance especially clinical strength that was for clinical because we see in a bunch ... of products here and that's really what the big money is that that that's right it's no secret first launched their clinical strength and products in two thousandseven ... any claims to give the strongest possible protection against wet and ordered ... an end soon all the other major brands wants them as well ... and they sell for more than twice as much as the typical dealer so huge part of the companies we all remember what sideline in Estrada the firm and the need for a woman in the wider dividing the products ... there may Looking the that that seems we're seeing a lot more toward male generated pots that maybe we can see ten years ... yet there's a lot of enthusiasm behind male category and actually it's bigger than the women's category ... um but what's typical in this category is that ... almost every adult in the United States uses year already ... and so in order to grow sales marketers say they have to keep coming up ... with bigger and better product features ... but the way the industry kind of creating a problem that we didn't even know we had ... it could be and that's risky territory for eMarketer ... if you present a problem that consumers don't believe they have ... they usually want lights that there's lots of products in history that have worked that way for example dandruff shampoo people don't really think much about dandruff ... and tell they had a product to try to solve it the same thing with mouthwash and bad breath ... so this perhaps could be the start ... of pre your armpits will have to wait and see that perfect coming up on the spring summer season at the ... time it was like this is everyone's come together the UN ... billing themselves first and after a long letter that's right the claim that women on the stake ... Peel their armpits are less attractive won't wear sleeveless clothes and obviously that's something people wanna win the pot ... center focusing on so many TV may thank you so much talent restate your time ... that's the bit that for now